Event Marketing Strategies for MSPs: Lessons from CyberFox at Pax8 Beyond
When done right, event marketing creates more than just leads—it creates momentum. At Pax8 Beyond 2025, CyberFox CMO Mark Sokol offered a behind-the-scenes look at how his team turns conference attendance into a revenue-driving, relationship-building strategy. His method is both highly intentional and refreshingly human, making it a standout model for MSPs looking to gain traction at industry events.
Sokol’s track record includes senior leadership roles at ConnectWise, Liongard, and A-LIGN—brands that shaped the managed services space.
His approach?
Treat every event as an opportunity to tell your story, but do it in a way that invites MSPs into the conversation. Whether it's through creative swag, pre-event relationship-building, or collaborative sponsorships, CyberFox’s tactics deliver real results.
Start Before the Booth: Why Pre-Event Moments Matter
At CyberFox, the event doesn’t start when the expo hall doors open—it begins weeks in advance. Mark and his team proactively host casual, pre-event meetups like baseball games, not just for prospects but for current partners too.
Start-before-you-sell is more than a slogan—it’s a differentiator. For MSP vendors, pre-event engagement creates the context and comfort that helps drive meaningful booth conversations. It shortens the sales cycle by warming up the lead before the badge is even scanned.
"We try to engage pre-event. Just to get to know us because the outside of our software being simple and affordable ultimately and solves a huge problem in this case."
CyberFox doesn’t rely on hard sells—they build trust in advance. And for MSPs who dislike cold outreach or formal pitches, this strategy makes in-person interactions natural and productive.
📹 Watch Mark talk about this strategy:
Watch the Interview
Booths as Brand Experience: Standing Out on the Floor
Event floors are saturated with software logos and giveaways. To stand out, CyberFox blends creativity with consistency. Their booth setup, fox mascots, and interactive giveaways aren’t just about swag—they’re about story.
"We give away a lot of foxes... Sometimes we have games... So what we like to do is attract attention by things."
This is less about novelty and more about brand anchoring. A themed booth with consistent visuals and clever engagement methods reinforces CyberFox’s values of fun, accessibility, and approachability.
Related Reading: Creating Company Culture That Converts
Lead Handling and Follow-Up Without the Hard Sell
After badge scans and handshakes, what happens next is critical. CyberFox distributes leads by region and account territory to ensure follow-up is personal and informed.
"It generally tends to work itself out evenly."
This structure avoids a “spray and pray” follow-up model. Instead, CyberFox builds on the human connection made on the floor and turns it into a tailored follow-up experience.
🎧 Listen to the full episode:
Collaborative Promotions That Expand Reach
For smaller vendors and startups, shared resources can multiply impact. CyberFox often partners with like-minded vendors to create booth passports, pre-event parties, or co-hosted panels.
"We felt that partnering with other MSP vendors... those have definitely made a big impact."
If you’re an MSP or vendor planning your next conference presence, consider co-hosting a themed giveaway, panel, or social to scale visibility and reduce cost.
Swag that Starts Conversations
Branded shirts, clever stickers, and soft plush foxes may seem trivial—but they act as vehicles for longer conversations. Great swag doesn’t just get picked up; it gets remembered.
"We’ve tried every variation of WTF—What The Fox—that kind of stuff. We love giving out shirts... people tend to wear it."
Quality matters more than quantity. Choose items that feel good and reflect your culture. Your merch should tell a story, not just fill a bag.
Events aren't the only way to generate new business: MSP Prospecting Strategies That Work
Final Thoughts: The Human Advantage
Event marketing isn’t just for enterprise vendors with big budgets. CyberFox’s strategy shows how personality, authenticity, and creativity can outperform dollar signs.
"We are serious about cybersecurity, but it doesn’t mean that we have to be just serious people."
For MSPs and vendors alike, the takeaway is clear: relationships come first. When you lead with value, the pipeline follows.
Find CyberFox at Pax8 Beyond
Check back for Cyberfox's booth number and meeting calendar!
Ready to Rethink Your Event Marketing Strategy?
Book a session with Carrie Richardson to learn how your MSP can deploy a human-first, ROI-driven event plan.
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FAQ: Event Marketing Strategies for MSPs
What is the best way for MSPs to prepare for industry events?
MSPs should engage with attendees before the event, plan pre-day experiences, and coordinate follow-ups by territory.
How can MSPs make the most of event sponsorships?
Use them to create memorable engagement—like collaborative vendor promos or hosted social events.
What kind of swag performs best at tech conferences?
Quality shirts, clever stickers, and interactive giveaways that align with your brand.
How do you manage leads gathered at MSP events?
Assign by territory and ownership. Use CRM workflows and personal follow-up to nurture them post-event.
Can small MSPs compete with large vendors at events?
Yes—by leveraging creativity, partnerships, and relational marketing instead of relying on ad spend.
What does “start before the booth” really mean?
It means building relationships and awareness before the event begins so you’re not starting cold.
What is Mark Sokol’s role at CyberFox?
He is the Chief Marketing Officer and previously served as VP of Marketing.
Why is authenticity important in event marketing?
Because MSPs are people-first buyers—they want to trust, not just transact.
What is a vendor passport program?
A collaborative promo where attendees visit participating booths to win prizes, increasing exposure for all involved.
What are common mistakes MSPs make at events?
Over-investing in booth design and under-investing in follow-up strategy.
How should MSPs handle post-event follow-up?
Segment, personalize, and follow through based on the level of engagement each lead showed.
Are pre-event social events effective?
Yes—CyberFox often sees higher conversion from attendees they met before the show even began.
